[精选]广告实战案例某汽车.pptx

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1、广告学教程AdvertisingDirectoryWebelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobel

2、ievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising广告实战案例AdvertisingRealCaseWebelievethatthepowerofadvertising,wealsobelievethatth

3、ebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,C

4、hina'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.超越在顶峰之后一汽大众“奥迪A6”上市传播Agency：上海灵狮广告有限公司Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbr

5、ands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.内敛的品牌个性+“车、人”辉映的传播形式奥迪在广告策略中遵循延续进取

6、而内敛的品牌个性和“车、人”辉映的传播形式来突出产品的优势，更要映衬“人”的卓越，提出源自产品高于产品、与目标群共鸣的先进理念和思想为品牌主张，在传播上也达到高度，彰显优势姿态。市场背景Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chines

7、emultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.宝马奥迪头把交椅奔驰皇冠豪华车市搏杀激烈天籁课题奥迪面对5年一度的产品大改变（机遇？挑战？

8、）与灵狮6年的合作上市宣传新产品形象的明晰产品的改变与优势品牌资产的遵循与延展原有品牌不良形象的转变传播策略与市场推广策略的配合三角度分析法竞争环境公司/品牌消费者寻求三者的关联与发现挖掘突破点确定沟通核心、策略思考方法领导品牌阻击追赶的最有效手段：创新（产品的创新传播的传新）宝马5系：动力与操控驾驶乐趣自信外显锋芒毕露竞争环境奥迪A6：全新产品的突破与创新内敛的品牌个性突出人的卓